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ASOS trials new AR solution to help customers choose sizes and fits

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Fast fashion retailer ASOS is trialling an augmented reality tool that will allow customers to virtually “try on” clothes at home.

Developed with Israeli augmented reality start-up Zeekit, the See My Fit tool will be available via mobile and web on 800 dresses during the trial.

The tool allows the customer to choose from a range of 16 models with different body sizes and shapes to see the item of clothing fitted on. See My Fit then digitally maps the garment onto the model in a realistic way, taking account of size, cut and fit.

ASOS previously tested Zeekit’s technology in 2018, with products automatically displayed on up to four different models. In June, the fashion retailer tested Virtual Catwalk, tried by 150,000 customers, which allowed them to view models as if they were walking in the same room as them.

Tim Carey, senior content manager at ASOS Studios, said: “With this trial of See My Fit, we’re using the latest in AR technology to put the power in our customers’ hands, so they can choose to view a dress on the model that they most identify with, in a way that wouldn’t be possible using traditional model-shooting techniques.”

Yael Vizel, CEO at Zeekit, said: “Together with ASOS, we have a shared mission to make online fashion as personalised and easy-to-use as possible for customers.

“With our patented, artificial intelligence-based AR technology powering See My Fit, we can connect the dots between what you see when shopping and what you receive at home, giving customers more confidence in purchasing the products they love.”

OUR VIEW: Size and fit issues are consistently cited as one of the main reasons for customers returning products. There is a lack of standardisation across the industry meaning that sizes are not necessarily uniform across different retailers. Online clothing retailers such as ASOS and fellow fast fashion giant Zalando are hence looking at ways to move beyond product images to give customers a more accurate view of what they are buying.

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